MODULE 4 — Customer Interviews That Produce Truth
Lesson 4.1: The Only Rule That Matters
Never pitch during validation interviews.
Your solution is irrelevant at this stage.
Your objective is to understand:
- What actually happens
- What failed before
- What the user did next
Lesson 4.2: High-Quality Interview Questions
Ask about past behavior, not future intention.
Good questions:
- “When did this last happen?”
- “What did you try before that?”
- “What broke?”
- “What did it cost you?”
Bad questions:
- “Would you use…?”
- “Do you like…?”
- “What features would you want?”
Lesson 4.3: Signal Extraction
Strong signals:
- Repetition
- Emotion
- Money spent
- Workarounds
Weak signals:
- Compliments
- Suggestions
- Curiosity without follow-up
Your job is not to impress.
It is to observe patterns.
Entrepreneur Edge 